THE PAVESI STORY

PAVESI (1937)

On the cover, the production of Ringo, the two-tone filled biscuits created in the ‘70s.

«It’s always Pavesini time»

It was 1937 when Mario Pavesi began making cookies in a small oven in Novara: they were an instant success, so much so that in 1940 production turned to an industrial scale in a plant measuring 3,000m2 that employed 20 people. After the Second World War, some small biscuits with a unique shape and light struc- ture were launched to provide energy without being heavy: these new biscuits, which in 1952 took the name of Pavesini, were registered as a dietetic food product, and to underline their nutritional value Mario Pavesi turned to leading paediatricians and diet specialists. The advertising focused on children as ideal consumers. In the meantime, Mario Pavesi also opened his first eatery on the Milan-Turin highway: this was the start of the clever innovation of the Auto- grill highway restaurants, a Pavesi brand destined to become very popular with travellers on Italian roads as places to eat and relax, as well as an architectural feature of the landscape.

In 1954 Mario Pavesi, back from a trip to America, be- gan to produce crackers. In the same years a new communication strategy was launched to broaden Pa- vesini’s target, identifying “active people” of every age as its new target public (one of the first behavioral targets of modern communication).

In the sixties, after a further trip to seek inspiration in the U.S., the company launched Ringo, a two-tone filled cookie sold in an iconic tube-shaped pack desti- ned to become one of the company’s top products. The launch campaign spoke to teenagers, increasin- gly attracted by fashions and trends from abroad.

“It’s always Pavesini time”

PAVESI (1937)

In 1970, the Pavesi range was enriched by Togo, a finger biscuit covered in chocolate. The name evokes Africa but also a dialect expression from the Piedmont region that means “cool”.

The eighties were to see the birth of Amici del Mattino (“Morning Friends”), a line of biscuits produced with new recipes and ingredients to satisfy the desire for change in the eating habits of Italians, in search of a richer, more varied breakfast. Among the new items stood out Gocciole, destined to enjoy huge, lasting success – it’s still the most sold cookie in Italy.

In the early nineties, Pavesi became part of the Barilla Group, which started a major relaunch, production, and distribution program. The soccer star Antonio Cabrini, along with his fa- mily, became a brand ambassador of many Pavesi products. The company targeted people who were active and vital, in line with the ‘90s lifestyle: from the “light vitality” of Pavesini and Gran Pavesi to the “energetic vitality” of Ringo. The slo- gan “Do you Ringo?”, with its implicit request to adhere to the brand’s values, has become popular with Italians, also thanks to great testimonials like soccer playersKakà and more recen- tly El Shaarawy.

In2006,anewbrandwasborn:LaBottegadiOlivia&Marino, alineinspiredbytheItaliantraditionofsaltedbakeryproducts, re-adapting them with appealing distinctive flavours that make them perfect for the cocktail hour.

Other sports talents become testimonials of brand Pavesi : the swimming champion Federica Pellegrini – from 2010 to 2013 face of ADV campaign Pavesini - and Stephan El -Shaarawy , young talent of italian football, testimonial Ringo from 2013 to 2015 .

For additional information www.pavesi.it